APEAL, the Association of European Producers of Steel for Packaging, briefed Pelican to promote the environmental, performance and consumer friendly benefits offered by steel for packaging.

Our Pan-European campaign was designed to target brand owners and packer fillers, and to make sure we created widespread media attention we chose to launch the campaign at Interpack 2014, the largest packaging trade show in Europe.

We chose to make a challenging statement asking brand owners to: ‘Take a fresh look at steel for packaging’.

We designed and built a large stand at the centre of the show’s Metal Pavilion in order to ensure our target audiences were aware of Appeal’s campaign and its confidence in the benefits steel for packaging delivers.

The stand featured augmented reality to engage with stakeholders as part of an interactive quiz. The quiz involved the use of iPads which visitors used to scan over sections of the stand in search of an image which triggered a pop-up on the iPad screen.

Brilliant results
The finished stand was delivered on-time and to budget, but more importantly proved to be a visually engaging and welcoming space that played host to key stakeholders from the likes of Coca-Cola and Nestle.

Importantly, dozens of journalists attended the stand which has resulted in pan-European media coverage for APEAL and allowed the association to communicate its key messages more effectively than ever.